• “Ford Challenge” integrated marketing campaign highlights features that make Ford Fusion, Expedition EL and F-150 best in class.
• Ford Fusion tops Asian competitors in head-to-head L.A. shootout organized for Road & Track subscribers – results track success of similar drive in Washington, D.C.
• Ford Expedition EL trumps long-time segment leader in seating package, flexibility, ease of use and comfort.
• Ford F-150 features best-in-class towing and payload capability, and a new spokesperson ready to take on any tough job: Discovery Channel star Mike Rowe, creator of “Dirty Jobs.”

DEARBORN, Mich., March 1, 2007 – Humor and the spirit of competition are at the heart of the “Ford Challenge” – a new integrated broadcast, digital and print marketing campaign for the 2007 Ford Fusion, Expedition EL and F-150 that begins airing this week.

“Ford products offer some of the best quality, the most advanced technology and sophisticated designs available today, and that’s the focus of the Ford Challenge,” said Cisco Codina, group vice president, North American Marketing, Sales and Service.

An overarching ad titled “Anthem” highlights Ford’s strengths over the company’s 103-year history and encourages consumers to take the Ford Challenge. Classic footage of the Model T introduces the commercial as a voiceover tells consumers, “They didn’t buy the Model T just because it was priced right.” Viewers then see images of today’s strong product lineup as the voiceover says, “We had to prove ourselves then. And we’re still proving ourselves today.”

Consumer information on each of the products featured in these ads will be available on the Web site: www.fordchallenge.com . The site also will feature current sales and marketing offers, product reviews and competitive information from MSN Autos, Yahoo!Autos and Edmunds.com.

Ford Fusion

In the first “Fusion Challenge” event held in December 2006, subscribers of Car and Driver magazine ranked the 2007 Ford Fusion V-6 with all-wheel drive ahead of the Honda Accord and Toyota Camry V-6 models in key areas like “styling,” “handling” and “fun to drive” after a head-to-head comparison test.

Only top-of-the-line models were tested. The Fusion was tested with all-wheel drive, but that feature isn’t offered on Camry and Accord. The price of an all-wheel drive Fusion is comparable to the price of these front-wheel drive V-6 powered Japanese sedans.

The sales and marketing campaign built around the Fusion Challenge has been an overwhelming success: Ford Fusion will post a double-digit sales increase in February compared with a year ago, and the percentage of conquest sales – customers new to Ford Motor Company – has hit an all-time high of 47 percent.

Now, Ford will launch new ads focusing on a rematch of the Fusion Challenge, held in January in Los Angeles for subscribers of Road & Track magazine. The results closely mirrored those of the Washington, D.C. event, with Fusion scoring higher than the imports on key attributes including “Precise Handling,” “Attractive Styling,” “Fun to Drive” and “Performs Well.”

The first national television ad created from the event, “L.A. Launch Challenge: We Did It Again,” marries driving footage with consumer comments. It debuted on Feb. 28 on the Fox network hit “American Idol.”

Ford Expedition EL

The all-new 2007 Ford Expedition and extended-length Expedition EL are Ford’s newest full-size SUVs. Introduced in the fall of 2006, the Expeditions deliver exceptional capability, functionality and toughness, and the Expedition EL already is winning head-to-head media comparisons in publications ranging from the ....

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